m/SIX creates a war room for Lyle’s to amplify Bake Off final

On the night, Lyle’s main aim was to be the most talked about brand on social. The company and its co-sponsor Dr Oetker both benefitted from somewhat of a Bake Off bump, with the show’s “halo effect” helping to lift sales and awareness. From Lyle’s perspective, the finale was the ultimate opportunity to wrap itself around the buzz.

Three screens were set up in a large meeting room, while a giant TV in middle of the room was tuned into Channel 4 to watch the Bake Off action live.

On the screens, Tweetdeck had been set up with a custom interface to help the team monitor the social conversation, as had Social Baker’s listening tool, Google Analytics, and Pulsar – which gave insights into viewers’ emotions along with more long-term data.